Displaying web page advertisements in online video players

ABSTRACT

Many conventional advertisements designed for display as part of a web page executed by a web browser are not suitable for display in an online video player that, though included in a web page, is executed by a multimedia platform. Such conventional advertisements are referred to herein as web page advertisements. A system display a web page advertisement in the frame of such an online video player by determining characteristics of the video player in the context of the multimedia platform and converting those characteristics into a context compatible with the web browser. The system can also include a virtual web browser that executes either on the multimedia platform on a server device that is communicatively coupled to the multimedia platform. The system can also include an ad tag translator that executes either on the multimedia platform on a server device that is communicatively coupled to the multimedia platform.

CROSS REFERENCE TO RELATED APPLICATIONS

This application claims the benefit of U.S. Provisional Application No.61/075,716, filed Jun. 25, 2008, which is incorporated by reference inits entirety.

BACKGROUND 1. Field of Art

The enclosed embodiments generally relate to online advertisements. Moreparticularly, they relate to systems, methods, and computer-readablemedia for displaying web page advertisements within online videoplayers.

2. Description of the Related Art

Recent growth in online video viewing has led to a desire to displayadvertisements in online video players. The cost of online videodelivery is significant, and many online video publishers are hoping toearn revenue from the display of advertisements within the video player.An advantage of displaying advertisements inside the video player isthat the advertisements are displayed at the center of a user'sattention. Another advantage of displaying advertisements inside thevideo player is that behavior of the advertisements can be coordinatedwith playback of the video.

However, many advertisements are not in a suitable format for display inan online video player. Online video advertisements differ significantlyfrom other advertising formats, such as the video advertisementsdisplayed on television, or the graphical and sometimes interactiveadvertisements displayed on web pages. Further, industry standards havenot evolved for the format of advertisements to be displayed in onlinevideo players. Because of these and other issues, there is not a largequantity of advertisements that are well-suited to display in onlinevideo players, referred to hereinafter as online video advertisements.In addition, ad sales companies are accustomed to delivery conventionswhich were designed for other formats, such as web banner advertisement.

Though the number of available online video advertisements is limited,there are large numbers of advertisements available today that have beendesigned for display in conventional web pages. An advertisementdesigned for display in a conventional web page but not in a formatsuitable for display in an online video player is referred tohereinafter as a web page advertisement. Many web page advertisementsare available in standard formats. For example, the Internet AdvertisingBureau (IAB) has defined a set of standard ad units for web pageadvertisements, including the popular 468×60 pixel banner and the300×250 pixel rectangle. However, there currently is no way to displayweb page advertisements such as those in IAB standard formats in onlinevideo players.

A web page advertisement is conventionally a small software programwhich downloads and displays graphical elements to the user and possiblyresponds to user input, for example by opening a new web page on theuser's mouse click. Many other specific inputs and responses arepossible. Web page advertisements are conventionally written inprogramming languages such as hypertext markup language (HTML) orJavaScript (JS) and are designed to run on a conventional web browser. Aconventional web browser is capable of running software programs thatare written in Hypertext Markup Language (HTML), JavaScript (JS),Cascading Style Sheets (CSS), and related technologies, the collectiveset of which are referred to hereinafter as HTML/JS.

Conventionally, displaying a web page advertisement begins with the webbrowser processing a small piece of corresponding HTML/JS code, referredto hereinafter as an ad tag. The ad tag directs to the web browser tofirst communicate with one or more remote servers, sometimes downloadingadditional code for execution by the web browser. Based on the ad tag,the web browser generates an ad specification (ad spec) for thecorresponding web page advertisement. The web browser displays the webpage advertisement corresponding to the ad tag based on ad specgenerated from the ad tag. The ad spec comprises one or more graphicalelements for display as part of the web page. The ad spec can alsoinclude one or more behavioral specifications which determine actions tobe taken by the web browser in response to user interaction with the webpage advertisement (e.g., presenting an additional web page in responseto a user click on the web page advertisement).

Typically, web page advertisements cannot be displayed in an onlinevideo player using the above-described techniques because the softwarefor displaying them (e.g., the HTML/JS code included in thecorresponding ad tags) is designed to run on a web browser, and istherefore not able to run on the platforms that online video playersconventionally run on. For example, many online video players run on amultimedia platform such as the Adobe Flash platform. Conventional webpage advertisements cannot run natively in a conventional multimediaplatform such as Adobe Flash platform because such multimedia platformsdo not provide the requisite functionality of a web browser.

BRIEF DESCRIPTION OF DRAWINGS

The disclosed embodiments have other advantages and features which willbe more readily apparent from the detailed description, the appendedclaims, and the accompanying figures (or drawings). A brief introductionof the figures is below.

FIG. 1A illustrates the operation of a hybrid ad player system accordingto one embodiment.

FIG. 1B illustrates the operation of a JavaScript ad player systemaccording to one embodiment.

FIG. 2A illustrates the operation of a system for displaying a web pageadvertisement using a client-side virtual web browser according to oneembodiment.

FIG. 2B illustrates the operation of a system for displaying a web pageadvertisement using a server-side virtual web browser according to oneembodiment.

FIG. 3A illustrates the operation of a system for displaying a web pageadvertisement using a client-side ad tag translator according to oneembodiment.

FIG. 3B illustrates the operation of a system for displaying a web pageadvertisement using a server-side ad tag translator according to oneembodiment.

DETAILED DESCRIPTION

The Figures (FIGS.) and the following description relate to preferredembodiments by way of illustration only. It should be noted that fromthe following discussion, alternative embodiments of the structures andmethods disclosed herein will be readily recognized as viablealternatives that may be employed without departing from the principlesof what is claimed. For example, the disclosed embodiments may beimplemented as one or more computer readable storage mediums encodedwith one or more executable computer programs.

Reference will now be made in detail to several embodiments, examples ofwhich are illustrated in the accompanying figures. It is noted thatwherever practicable similar or like reference numbers may be used inthe figures and may indicate similar or like functionality. The figuresdepict embodiments of the disclosed system (or method) for purposes ofillustration only. One skilled in the art will readily recognize fromthe following description that alternative embodiments of the structuresand methods illustrated herein may be employed without departing fromthe principles described herein.

System Overview

Systems and methods are disclosed for displaying a web pageadvertisement in a frame of an online video player included in a webpage. As used herein, the frame of a video player refers to a spatialextent associated with the video player. The frame can comprise, forexample, an on-screen spatial extent that is bounded by the outerperimeter of the video player. The frame can also comprise, for example,an on-screen spatial extent that is bounded by the outer perimeter of avideo presented by the video player. In one embodiment, the ad playerdetermines an identifier and a first location for the frame of theonline video player. The first location is within a multimedia platformthat executed the online video player. The ad player converts thedetermined first location for the frame of the online video player intoa second location. The second location is within the web page. The adplayer displays the web page advertisement in the web page such that theweb page advertisement at least partially overlaps the second location.In one embodiment, the ad player comprises two or more portions (e.g.,ad player components), including a first portion that interacts with theonline video player and the multimedia platform and a second portionthat interacts with a web browser and the web page. The first portioncan comprise computer-executable instructions that are compatible withthe multimedia platform and/or the online video player. The secondportion can comprise computer-executable instructions that arecompatible with the web browser and/or the web page.

As another embodiment, a system is described for displaying a web pageadvertisement in a frame of a video player executed by a multimediaplatform. The system comprises an ad player that communicates with thevideo player and determines a location of the frame of the video player.The system also comprises a virtual web browser that converts an ad tagfor the web page advertisement into an ad specification for the web pageadvertisement. The system also comprises an ad loader that presents theweb page advertisement on the multimedia platform based on the adspecification such that the web page advertisement at least partiallyoverlaps the determined location of the frame of the video player. Thevirtual web browser can run either on the multimedia platform or on aserver device that is communicatively coupled to the multimediaplatform.

In yet another embodiment, another system is described for displaying aweb page advertisement in a frame of a video player executed by amultimedia platform. The system comprises an ad player that communicateswith the video player and determines a location of the frame of thevideo player. The system also comprises an ad tag translator thatconverts an ad tag for the web page advertisement into a translated adtag, the translated ad tag compatible with the multimedia platform, andconverts the translated ad tag into a translated ad specification. Thesystem also comprises an ad loader that presents the web pageadvertisement on the multimedia platform based on the translated adspecification such that the web page advertisement at least partiallyoverlaps the determined location of the frame of the video player.

The features and advantages described in the specification are not allinclusive and, in particular, many additional features and advantageswill be apparent to one of ordinary skill in the art in view of thedrawings, specification, and claims. Moreover, it should be noted thatthe language used in the specification has been principally selected forreadability and instructional purposes, and may not have been selectedto delineate or circumscribe the disclosed subject matter.

Web Browser Techniques

Some systems and methods to display online advertisements in a videoplayer involve a conventional web browser and are based on anadvertisement display module, referred to hereinafter as an ad player,that comprises at least two portions (e.g., components) that communicatewith each other. Such systems are referred to hereinafter as hybrid adplayer systems. A first component of the hybrid ad player system runs ona multimedia platform and comprises computer-executable instructionsthat are compatible with the multimedia platform. A second component ofthe hybrid ad player system, referred to hereinafter as a JavaScript adplayer (JS ad player), is written in HTML/JS and is executed by aconventional web browser.

FIG. 1A illustrates a computing environment for displaying a web pageadvertisement in an online video player using one embodiment of a hybridad player system. The system of FIG. 1A comprises a client machine 100and an ad server 240 that are communicatively coupled via a network 190.In one embodiment, the ad server 240 is a conventional web server. Theclient machine 100 is a computer or other electronic device used by oneor more users to perform activities including browsing web pages on thenetwork 190. The client machine 100 can be, for example, a personalcomputer, personal digital assistant (PDA), or a mobile telephone. Onlyone ad server 240 and one client machine 100 are shown in FIG. 1A inorder to simplify and clarify the description. Other embodiments caninclude any number of ad servers 240 and/or client machines 100connected to the network 190.

The network 190 represents the communication pathways between (e.g.,communicatively couples) the ad server 240 and the client machine 100.In one embodiment, the network 190 is the Internet. The network 190 canalso include dedicated or private communications links that are notnecessarily part of the Internet. In one embodiment, the network 190uses standard communications technologies and/or protocols. Thus, thenetwork 190 can include links using technologies such as Ethernet,802.11, integrated services digital network (ISDN), digital subscriberline (DSL), asynchronous transfer mode (ATM), etc. Similarly, thenetworking protocols used on the network 190 can include thetransmission control protocol/Internet protocol (TCP/IP), the hypertexttransport protocol (HTTP), the simple mail transfer protocol (SMTP), thefile transfer protocol (FTP), etc. The data exchanged over the network190 can be represented using technologies and/or formats including thehypertext markup language (HTML), the extensible markup language (XML),etc. In addition, all or some of links can be encrypted usingconventional encryption technologies such as the secure sockets layer(SSL), transport layer security (TLS), secure HTTP (HTTPS), and/orvirtual private networks (VPNs). The links or data can be compressedusing compression technologies such as ZIP encoding. In anotherembodiment, the entities can use custom and/or dedicated datacommunications technologies instead of, or in addition to, the onesdescribed above.

As shown in FIG. 1A, the client machine 100 executes a web browser 110that allows a user to retrieve and view content from webpages and othercomputers on the network 190. The web browser 110 comprisescomputer-executable instructions stored in a computer-readable storagemedium included in the client machine 100. When executed by a processincluded in the client machine 100, the web browser 110 allows the userto submit information to webpages and other computers on the network190. In one embodiment, the web browser 110 is a conventional webbrowser, such as MICROSOFT INTERNET EXPLORER or MOZILLA FIREFOX. The webbrowser 110 is capable of running software programs that are written inHypertext Markup Language (HTML), JavaScript (JS), Cascading StyleSheets (CSS), and related technologies, the collective set of which arereferred to herein as HTML/JS. The web browser 110 can also supportother scripting languages that allow the client machine 100 to performactions in response to scripts and other data sent to the web browser110 via the network 190.

The client machine 100 also executes a multimedia platform 200. In oneembodiment, the multimedia platform 200 comprises computer-executableinstructions stored in a computer-readable storage medium included inthe client machine 100. When executed by a processor included in theclient machine 100, the multimedia platform 200 provides a platformwhich supports the execution of multimedia files. In one embodiment, themultimedia platform 200 is the Adobe Flash platform.

The multimedia platform 200 executes a video player 230. The videoplayer 230 can be any conventional video player 230 suitable for onlinevideo such as WINDOWS MEDIA PLAYER, REALPLAYER, QUICKTIME, WINAMP, orany number of custom video players 230 built to run on a suitablemultimedia platform 200 such as the Adobe Flash platform. The videoplayer 230 can be included in a containing web page (not shown). In suchembodiments, although the web browser 110 presents the containing webpage, the video player 230 is executed by the multimedia platform 220 topresent one or more online videos.

A hybrid ad player 170 runs on the client machine 100. The hybrid adplayer 170 comprises a first component that runs on the multimediaplatform 200 and second component that runs on the web browser 110. Inone embodiment, the multimedia platform 200 comprises the Adobe Flashplatform and the first component of the hybrid ad player is anActionScript ad player (AS ad player) 220 that is written using AS code.The second component, referred to herein as the JavaScript ad player (JSad player) 210, is written in HTML/JS and runs in the web browser 110.The AS ad player 220 and the JS ad player 210 are communicativelycoupled. In one embodiment, the players 210, 220 communicate with eachother using “ExternalInterface”, an AS to JS communication capabilityprovided by one embodiment of the multimedia platform 200. Othertechnologies for AS to JS communication exist, such as fscommand, andthe term ExternalInterface used herein refers to the collective set oftechnologies.

The ad server 240 sends an ad tag 130 to the client machine 100, whereit is processed and transformed by the hybrid ad player 170 to generateand display a corresponding web page advertisement 135 in the frame ofthe video player 230. The frame can comprise, for example, an on-screenspatial extent that is bounded by an outer perimeter of the videoplayer. The frame can also comprise, for example, an on-screen spatialextent that is bounded by an outer perimeter of a video presented by thevideo player. Either the AS ad player 220 or the JS ad player 210 canreceive the ad tag 130. The AS ad player 220 can communicate with thevideo player 230 as both run on the multimedia platform 200. Forexample, the AS ad player 220 can coordinate the display of the web pageadvertisement 135 with the playback of a video presented by the videoplayer 230. The JS ad player 210 communicates with the AS ad player 220and presents the web page advertisement 135 via the web browser 110.

The AS ad player 220 identifies the location, size, and scaling of theframe of the video player 230 precisely, so that the hybrid ad player170 can display the web page advertisement 135 within or near the videoplayer 230 frame and with proper on-screen dimensions. In oneembodiment, the frame of the video player 230 comprises an HTML DIVelement surrounding the video player 230. The DIV element can have aconventionalized default identifier that the AS ad player 220 canrecognize. The video player 230 can also pass the identifier of the DIVelement to the AS ad player 220. Such naming flexibility allows formultiple JS ad players 210 (e.g., as part of multiple hybrid ad players170) to coexist on a web page in some embodiments. For example, if thereare multiple hybrid ad players 170 associated with a single web pagethat includes multiple video players 230, each hybrid ad player 170 canuse a passed identifier to determine the DIV element corresponding tothe frame of the video player 230 in which it is to display a web pageadvertisement 135.

In another embodiment, the AS ad player 220 automatically detects thename of the video player 230, for example by using AS calls whichidentify an internet URL location for the video player 230. The AS adplayer 220 or the JS ad player 210 can then scan the containing web pagefor a unique or distinguished embedded multimedia (e.g., Flash) objectcorresponding to the identified URL location. Once the video player 230is found, coordinates in the multimedia environment are mapped tocoordinates in the containing web page environment. This can be done,for example, by configuring the AS ad player 220 to determinedimensional information such as the x and y coordinates, height andwidth, and scale factors of itself within the coordinate system of thevideo player 230, then transform the determined dimensional informationinto offsets relative to the HTML document object model (DOM) of thecontaining web page that includes the video player 230 (e.g., mapdimensions of the AS ad player 220 from the coordinate system of themultimedia platform 200 to the coordinate system of the web browser110).

The JS ad player 210 is configured to display the web page advertisement135 over the frame of the video player 230, such that the web pageadvertisement 135 visually overlaps the frame when and where it isopaque, and that the frame is otherwise visible below the web pageadvertisement 135. Thus, in one embodiment the web page advertisement135 is translucent or transparent. This can be accomplished, forexample, by configuring the JS ad player 210 to position a DIV elementover the embedded video player 230 object and use HTML and cascadingstyle sheet (CSS) transparency and/or overflow clipping and hiding tofade or wipe the web page advertisement 135 onto the frame of the videoplayer 230.

The JS ad player 210 is configured to animate the web page advertisement135 on and off the frame of the video player 230. This can beaccomplished via timer-driven gradual changes to relevant CSS propertiesof the HTML elements created by the JS ad player 210 to contain andanimate the web page advertisement 135.

The JS ad player 210 is configured to receive information about thevideo playback from the AS ad player 220 so that it can time the webpage advertisement 135 display properly. This can be accomplished byconfiguring the AS ad player 220 to retrieve video playback informationfrom the video player 230 and relay the video playback information tothe JS ad player via ExtemalInterface or another suitable communicationmethod.

The JS ad player 210 is also configured to send event messages to the ASad player 220, so that the AS ad player 220 can communicate these eventmessages back to the video player 230 to affect video playback (e.g.,pause the video playback when a user clicks the web page advertisement135). This can be accomplished by linking user-interaction events (e.g.,JS onclick or onrelease events) to video playback events detected andcommunicated by the AS ad player 220. It is noted that in some cases theJS ad player 210 further comprises a JS ad loader (not shown in FIG. 1A)which loads the ad tag 130 and informs the JS ad player 210 if loadinghas failed. A successful loading may, for example, comprise issuing oneor more network requests through the web browser as specified by the adtag 130. Such network requests can result in an ad spec or other visualad assets (e.g., graphic elements included in the web page advertisement135). Alternatively, a failed loading or can result in a failure togenerate an ad spec or other visual ad assets. Loading of the ad tag 130can be complicated by the fact that most ad tags 130 load incross-domain contexts in which communication to and from JS elements isblocked, in which case failure of a loading cannot be communicateddirectly to the AS ad player 220 by either the JS ad player 210 or theJS ad loader. One option is to configure the JS ad player 210 to triggerthe generation of a new AS ad player (not shown) upon a failure to loadthe ad tag 130. The new AS ad player passes the failure message to themain AS ad player 220. In some embodiments, this arrangement circumventsthe JS cross-domain limitations because all AS ad players 220 running onthe multimedia platform 200 can communicate with each other.

Full integration at both the AS and HTML/JS levels would comprise thevideo player 230 loading code for the AS ad player 220 and thecontaining web page loading code for the JS ad player 210. Some web pagepublishers may therefore find full integrations undesirable as itinvolves two load sequences. Thus, publishers of the containing web pagemay wish to integrate the containing web page with the hybrid ad player170 at only the AS level, altering the video player 230 to load the ASad player 220 but avoiding explicit changes to the containing web pagethat includes the video player 230. In such a scenario, the AS ad player220 can then load the necessary JS code from the network 190, inject itinto a JS virtual machine. Injection refers to a process whereby the JScode or a fragment thereof is passed from the AS ad player 220 to theweb browser's 110 JS virtual machine using JS functional evaluation, andthen the injected JS code bootstraps the necessary HTML DOM elementsdynamically, adding all necessary elements to the web page at the timethe hybrid ad player 170 or the web page advertisement 135 is loaded.

It is noted that in some embodiments web page advertisements 135 may bedisplayed in a video context that is in the original web page context.In such embodiments, ad impressions for a web page advertisement 135 areregistered and billed when the web page advertisement 135 is loaded. Toensure that the web page advertisement 135 is not loaded too early, onesolution is to preload each impression of the web page advertisement 135only when the playback of the video presented by the video player 230 isabout to reach a time for the web page advertisement 135 to bedisplayed.

FIG. 1B illustrates a computing environment for displaying a web pageadvertisement 135 in an online video player using one embodiment of a JSad player 210. The systems and methods illustrated by FIG. 1B aresimilar to those discussed above in reference to FIG. 1A, but do notinvolve and AS ad player 220. Rather, the JS ad player 210 displays theweb page advertisement 135 over the video player 230 and thensynchronizes display aspects of the web page advertisement 135 with thevideo player 230 by communicating directly with the video player 230,for example, through ExternalInterface. A HTML/JS method is used by theJS ad player 210 to interpret the ad tag 130 and respond to ad eventssuch as animation, clicks, or closes. In embodiments of the systemillustrated in FIG. 1B, the video player 230 interacts directly with theJS ad player 210 (e.g., using ExtemalInterface), rather than utilizingan AS ad player 220 as an intermediary. All computer-executableinstructions for requesting, displaying, and reporting on the web pageadvertisement 135 are implemented in JS as part of the JS ad player 210.The system of FIG. 1B can be enhanced by configuring the JS ad player210 to determine contextual information at the time the web page isloaded rather than at video load time (which may be more delayed bynetwork latency). An advantage of a JS ad player 210 system asillustrated in FIG. 1B is that the video player 230 can be anindependent component and need not run on the multimedia platform 200.

Virtual Web Browser Techniques

There are situations in which the involvement of a web browser 110 isnot an option (e.g., displaying web page advertisements 135 via theAdobe Media Player platform), but it is still desirable to display webpage advertisements 135 or execute ad tags 130 which were designed torun in the context of a web browser 110. In such situations, systems andmethods which are independent of a web browser 110 can be employed. Someembodiments simulate the behavior of a web browser 110, either on the adserver 240 or on the multimedia platform 200. A system simulating thebehavior of a web browser 110 using the multimedia platform 200 isreferred to herein as a client-side virtual web browser system. A systemsimulating the behavior of a web browser 110 on the ad server 240 isreferred to herein as a server-side virtual web browser system. Bothclient-side virtual web browser systems and server-side virtual webbrowser systems have the advantage of not requiring the use of JS or anyweb browser 110 technology, and therefore can operate outside of a webbrowser context.

FIG. 2A illustrates the operation of one embodiment of system thatincludes a client-side virtual web browser 300 a. As used herein, avirtual web browser is a system capable of executing one or more HTML/JStechnologies, but whose primary purpose is not to actually display theresulting objects but rather to simulate certain computations typicallyperformed by a conventional web browser 110. For example, a virtual webbrowser might construct DOM trees or layouts or execute scripts intendedto execute in a web browser 110 context, but might not display objectsas a result of such processing. Sometimes, a virtual web browser iscapable of only a subset of the HTML/JS support that a full,conventional web browser 110 can perform. In addition, a virtual webbrowser may be a sub-object or sub-routine executed in the context ofanother application, such as an AS virtual machine. The systemillustrated in FIG. 2A comprises the client machine 100 and the adserver 240. The client machine 100 and the ad server 240 arecommunicatively coupled by the network 190. The client machine 100executes the multimedia platform 200 which supports, in addition to thevideo player 230 and the AS ad player 210, the client-side virtual webbrowser 300 a and an ad loader 320.

The client-side virtual web browser 300 a runs on the multimediaplatform 200 and simulates the above-described web browser 110. Theclient-side virtual web browser 300 a receives the ad tag 130 from theAS ad player 210 and executes the ad tag 130 to display thecorresponding web page advertisement 135 using techniques similar tothose described above as implemented by the web browser 110. Theclient-side virtual web browser 300 a does not actually display the webpage advertisement 135 on a screen viewable by the user, but insteadoutputs an ad specification (ad spec) 310 as further described below.

To output the ad spec 310, the client-side virtual web browser 300 aexecutes a significant subset of the JS language. In one embodiment, thesubset of the JS language includes string and arithmetic manipulationoperators, basic control structures such as for loops, basic datastructures such as arrays or lists, support via emulation of basicbrowser hooks such as document.write( ) accessors to the DOM tree,support via emulation of network file transfer and loading, support forevaluation, variable scoping, and similarly significant JS constructs.In one embodiment, because the JS code in the ad tag 130 can beconfigured to modify the DOM tree of the containing web page, theclient-side virtual web browser 300 a simulates the effect of the JScode in ad tag 130 on the DOM tree of a virtual web page, therebyenabling the JS code in the ad tag 130 to execute as designed. Theclient-side virtual web browser 300 a also communicates with the adserver 240 via HTTP requests that appear to the ad server 240 as havingbeen sent by a conventional web browser 110.

After executing the ad tag 130 to display the web page advertisement135, the client-side virtual web browser 300 a can export an ad spec 310comprising graphic elements included in the web page advertisement 135as well as basic behavior variables such as click URLs, mouseover URLs,video assets to play on mouseover, beaconing URLs for tracking orreporting purposes, and so on. Where the ad tag 130 is in HTML/JS andmust be executed to fully create a visual ad object, the virtual webbrowser 300 a encapsulates the results of such execution into an ad spec310 which is interpretable by the ad loader 320; in some embodiments theresulting ad spec 310 is fully declarative, or even a simple key-valuelist. The ad spec 310 can then be loaded in the multimedia platform 200by the ad loader 320 which handles the display, positioning, and/or userinteraction features of the web page advertisement 135.

FIG. 2B illustrates the operation of a server-side virtual web browser300 b. In one embodiment, the server-side virtual web browser 300 b runson the ad server 240. In another embodiment, the server-side virtual webbrowser 300 b runs a separate conventional server device that iscommunicatively coupled to the ad server 240 via the network 190. Theserver-side virtual web browser 300 b receives the ad tag 130 from thead server 240 and processes the ad tag 130 to generate an ad spec 310for the web page advertisement 135 corresponding to the ad tag 130. Insome embodiments, the web page advertisement 135 is a series of adserver 240 interactions and redirects which results in a payload ofgraphical and behavior elements (such as an image and click target) thatare included in the generated ad spec 310.

The server-side virtual web-browser 300 b transmits the ad spec 310 tothe ad server 240. The ad server 240 then sends the ad spec 310 to theAS ad player 210 running on the multimedia platform 200 of the clientmachine 100. The multimedia platform 200 can then display the contentsof the ad spec 310 to the user. The difficulties in this approach arevery similar to those of the client-side virtual web browser. A keydistinction between the system of FIG. 2B and the system of FIG. 2A isthat the ad spec 310 is available on the ad server 240 and can betransmitted to the AS ad player 210 in place of the ad tag 130.

Ad Translation Techniques

In some embodiments, a web page advertisement 135 can be displayed inthe online video player 230 by translating the ad tag 130 for the webpage advertisement 135. Some embodiments translate HTML/JS code includedin the ad tag 130 into another language, such JS or AS, and execute thetranslated ad tag 130 to display the corresponding web pageadvertisement 135. Translation of the ad tag 130 can be performed on theclient machine 100, the ad server 240, or on a separate server that iscommunicatively coupled via the network 190. Both client-side andserver-side ad tag 130 translation systems and accompanying methods aredescribed in more detail below.

FIG. 3A shows a system that includes one embodiment of a client-side adtag translator 400 a. As shown in FIG. 3A, the client-side ad tagtranslator 400 a runs on the multimedia platform 200 on the clientmachine 100. The client-side ad tag translator 400 a inspects the ad tag130 received by the AS ad player 210 from the ad server 240 andtranslates the received ad tag 130, transforming the received ad tag 130into a translated ad tag 410 that comprises computer-executable code ina language compatible with the multimedia platform 200 (AS in oneembodiment).

The client-side ad tag translator 400 a performs computations upon thetranslated ad tag 410 identical or similar to the computations appliedby the client-side virtual web browser 300 a described above inreference to FIG. 2A. From such computations, the translator 400 agenerates a translated ad specification (translated ad spec) 440. Inaddition, such computations can generate new redirected ad tags 430while processing the translated web page advertisement 420 correspondingto the translated ad tag 410. In some embodiments many rounds oftranslation may need to be performed by the client-side ad tagtranslator 400 a before a translated ad spec 440 is generated from thetranslated web page advertisement 420. In one embodiment, theclient-side ad tag translator 400 a can be configured to recognizespecific ad tags 130 and use specific manually-specified translations,or it may have one or more automated (e.g., in a just-in-timeconfiguration) transcoding capabilities.

FIG. 3B shows a server-side ad tag translation system. In this case, thead tag 130 provided by the ad server 240 is translated as theabove-described system illustrated in FIG. 3A, but the translation ofthe ad tag 130 and execution of the translated ad tag 410 and thegeneration of the translated ad spec 440 are performed by a server-sidead tag translator 400 b. The server-side ad tag translator 400 b can beincluded in the ad server 240 or in another server devicecommunicatively coupled to the network 190. The resulting translated adspec 440 is then sent to the AS ad player 210 and forwarded to the adloader 320 which renders and manage the translated ad spec 440.

Additional Server Considerations

For solutions where some portion of a web page advertisement 135 whichwas designed for a web browser executes on the ad server 240 or anotherserver device, user cookie data can be managed so as to present theappearance to any remote servers on the network 190 that the web pageadvertisement 135 is loaded by an end user. Multiple techniques formanaging user cookie data are possible. Either the cookies can beproxied from the user through the ad server 240 (with cookie informationsent via an ad spec 310 or translated ad spec 440), or the user statecan be maintained on the ad server 240 and/or connected services. Inembodiments where a web browser 110 is no utilized, web cookies can alsobe encoded as cookies in a language compatible with the multimediaplatform 200 (e.g., encoded as Flash cookies) and sent back and forthbetween the client machine 100 and the ad server 240.

ADDITIONAL CONSIDERATIONS

Portions of above descriptions in FIGS. 1A through 3B describe theembodiments in terms of algorithms and symbolic representations ofoperations on information. These algorithmic descriptions andrepresentations are commonly used by those skilled in the dataprocessing arts to convey the substance of their work effectively toothers skilled in the art. These operations, while describedfunctionally, computationally, or logically, are understood to beimplemented by computer programs or equivalent electrical circuits,microcode, or the like. Furthermore, it has also proven convenient attimes, to refer to these arrangements of operations as modules, withoutloss of generality. The described operations and their associatedmodules may be embodied in software, firmware, hardware, or anycombinations thereof. For example, the disclosed embodiments may beimplemented as computer programs comprising instructions that can bestored on one or more computer readable storage mediums and suchinstructions are executable by a processor.

As used herein any reference to “one embodiment” or “an embodiment”means that a particular element, feature, structure, or characteristicdescribed in connection with the embodiment is included in at least oneembodiment. The appearances of the phrase “in one embodiment” in variousplaces in the specification are not necessarily all referring to thesame embodiment.

Some embodiments may be described using the expression “coupled” and“connected” along with their derivatives. It should be understood thatthese terms are not intended as synonyms for each other. For example,some embodiments may be described using the term “connected” to indicatethat two or more elements are in direct physical or electrical contactwith each other. In another example, some embodiments may be describedusing the term “coupled” to indicate that two or more elements are indirect physical or electrical contact. The term “coupled,” however, mayalso mean that two or more elements are not in direct contact with eachother, but yet still co-operate or interact with each other. Theembodiments are not limited in this context.

As used herein, the terms “comprises,” “comprising,” “includes,”“including,” “has,” “having” or any other variation thereof, areintended to cover a non-exclusive inclusion. For example, a process,method, article, or apparatus that comprises a list of elements is notnecessarily limited to only those elements but may include otherelements not expressly listed or inherent to such process, method,article, or apparatus. Further, unless expressly stated to the contrary,“or” refers to an inclusive or and not to an exclusive or. For example,a condition A or B is satisfied by any one of the following: A is true(or present) and B is false (or not present), A is false (or notpresent) and B is true (or present), and both A and B are true (orpresent).

In addition, use of the “a” or “an” are employed to describe elementsand components of the embodiments herein. This is done merely forconvenience and to give a general sense of the disclosed configurations.This description should be read to include one or at least one and thesingular also includes the plural unless it is obvious that it is meantotherwise.

Upon reading this disclosure, those of skill in the art will appreciatestill additional alternative structural and functional designs for asystem and a process for displaying web page advertisements in a videoplayer, for example, displaying IAB standard web page advertisementswithin the frame of a video player, through the disclosed principlesherein. Thus, while particular embodiments and applications have beenillustrated and described, it is to be understood that the disclosedembodiments are not limited to the precise construction and componentsdisclosed herein. Various modifications, changes and variations, whichwill be apparent to those skilled in the art, may be made in thearrangement, operation and details of the method and apparatus disclosedherein without departing from the spirit and scope defined in theappended claims.

1-20. (canceled)
 21. A computer-implemented method for displaying a webpage content using a video player of a device, the method comprising:receiving, at the device, an ad tag identifying a media content;receiving a web page including a video to be displayed by the videoplayer of the device, wherein the device includes a hybrid player thatcoordinates a spatial display of the video and the media content withinthe web page; generating, based on the coordinated spatial display bythe hybrid player, an HTML element to display the video and the mediacontent; and displaying, by the hybrid player, the web page and themedia content using the generated HTML element.
 22. The method of claim21, wherein the web page media content is partially transparent by usingHTML and cascading style sheet (“CSS”) transparency.
 23. The method ofclaim 21, further comprising: animating, by the hybrid player, the webpage media content on to and of the generated HTML element via atimer-driven gradual change to cascading style sheet (“CSS”) propertiesof HTML elements.
 24. The method of claim 21, wherein the hybrid playercomprises a first portion, wherein the first portion of the hybridplayer is configured to determine a first location of a frame of thevideo player.
 25. The method of claim 24, wherein the first portion ofthe hybrid player is further configured to relay timing signals receivedfrom the video player.
 26. The method of claim 21, wherein the hybridplayer comprises a second portion, wherein the second portion of thehybrid player is configured to display the web page media content in theweb page.
 27. The method of claim 26, wherein the second portion of thehybrid player is further configured to modify properties of the web pagemedia content in response to timing signals.
 28. A system for displayinga web page content using a video player of a device, the systemincluding: a data storage device that stores instructions for displayingthe web page within a spatial extent associated with the video player;and a processor configured to execute the instructions to performoperations including: receiving, at the device, an ad tag identifying amedia content; receiving a web page including a video to be displayed bythe video player of the device, wherein the device includes a hybridplayer that coordinates a spatial display of the video and the mediacontent within the web page; generating, based on the coordinatedspatial display by the hybrid player, an HTML element to display thevideo and the media content; and displaying, by the hybrid player, theweb page and the media content using the generated HTML element.
 29. Thesystem of claim 28, wherein the web page media content is partiallytransparent by using HTML and cascading style sheet (“CSS”)transparency.
 30. The system of claim 28, wherein the processor isfurther configured to perform operations including: animating, by thehybrid player, the web page media content on to and off of the generatedHTML element via a timer-driven gradual change to cascading style sheet(“CSS”) properties of HTML elements.
 31. The system of claim 28, whereinthe hybrid player comprises a first portion, wherein the first portionof the hybrid player is configured to determine a first location of aframe of the video player.
 32. The system of claim 31, wherein the firstportion of the hybrid player is further configured to relay timingsignals received from the video player.
 33. The system of claim 28,wherein the hybrid player comprises a second portion, wherein the secondportion of the hybrid player is configured to display the web page mediacontent in the web page.
 34. The system of claim 33, wherein the secondportion of the hybrid player is further configured to modify propertiesof the web page media content in response to timing signals.
 35. Anon-transitory computer-readable medium storing instructions that, whenexecuted by a computer, cause the computer to perform operations fordisplaying a web page content using a video player of a device, theoperations including: receiving, at the device, an ad tag identifying amedia content; receiving a web page including a video to be displayed bythe video player of the device, wherein the device includes a hybridplayer that coordinates a spatial display of the video and the mediacontent within the web page; generating, based on the coordinatedspatial display by the hybrid player, an HTML element to display thevideo and the media content; and displaying, by the hybrid player, theweb page and the media content using the generated HTML element.
 36. Thecomputer-readable medium of claim 35, wherein the web page media contentis partially transparent by using HTML and cascading style sheet (“CSS”)transparency.
 37. The computer-readable medium of claim 35, furthercomprising: animating, by the hybrid player, the web page media contenton to and off of the generated HTML element via a timer-driven gradualchange to cascading style sheet (“CSS”) properties of HTML elements. 38.The computer-readable medium of claim 35, wherein the hybrid playercomprises a first portion, wherein the first portion of the hybridplayer is configured to determine a first location of a frame of thevideo player.
 39. The computer-readable medium of claim 38, wherein thefirst portion of the hybrid player is further configured to relay timingsignals received from the video player.
 40. The computer-readable mediumof claim 35, wherein the hybrid player comprises a second portion,wherein the second portion of the hybrid player is configured to displaythe web page media content in the web page.